The right PR agency in Russia has a whole range of media tools. Press events are one of the most effective tools. What events and how to organize them? We’ll tell you today!
As in any human relations, it is particularly important to communicate in person from time to time when building friendship with journalists. One such meeting can be ten times more effective than a whole lot of mailings and publications online. What types of press events are most in-demand in Russia?
The most traditional way to communicate with many target media representatives at once. Some people think that the format is now out of date, but it is still quite popular in Russia.
A press conference is held when a company’s spokesman wants to share important (exclusive) information, for example, about the launch of a new product to the market, or, on the contrary, to explode misleading gossip that causes considerable damage to the company's goodwill.
For this you need:
- a meaningful informational ground;
- an authoritative spokesman (preferably a few);
- a professional team of PR specialists.
If the latter is not available, you can try to arrange a press conference on your own. Here you need to take several sequential steps:
1. Choose the topic
2. Choose suitable premises and its technical support
3. Prepare theses
4. Get ready spokesmen
5. Invite journalists
The event usually lasts about an hour. In the beginning you should carry out a presentation, introduce the topic of the press conference and details. After that, answer to media questions. At the very end of the meeting, there are often press scrums, when the spokesman gives a short interview to members of the specific media (most often TV or radio).
This is a short version of a press conference, when no more than 15 or 20 minutes are blocked out for communication with the press. It is carried out when you urgently need to inform the public about something or refute some information without delay. You will need everything the same as for a press conference, but you will have virtually no time to prepare. It doesn't make sense to worry too much about the venue. Most often, a press briefing is carried out to a standing audience, for example, in the hall of a company office, in a hotel lobby, and even at an airport. There is usually only one spokesman here. Information is provided in a verbal form (only figures and facts, nothing superfluous and detailed).
It is an easier format, when the company invites journalists to breakfast and at the same time tells them some important information about its activities. The press breakfast is ideal to introduce target journalists to the top executives of the company or to discuss this or that situation around the brand and market trends with the already formed pool. This format is quite popular in Russia, especially when the company's spokesman is a charismatic media person. No journalist will decline an invitation to breakfast with such a person.
The round table discusses topics of wide public importance. This is not a strict corporate event to the effect that academics and members of the public are usually invited to attend, in addition to your employees and top officials.
The number of participants varies, usually from 5 to 15. Duration is 1-2 hours.
To arrange a round table, you need to:
1. Choose the topic
2. Select and prepare spokesmen
3. Coordinate their speeches
4. Choose and prepare a venue
5. Appoint a moderator (to keep track of the timing and schedule of the meeting)
6. Invite journalists
This format is also very much popular with the Russian media. The fact of the matter is that the company arranges a trip for media representatives to one of its sites to receive large, detailed publications in the target media as a result of a press tour. For obvious reasons, journalists are especially interested in an overseas tour or a tour to the sites that are fairly closed in ordinary life.
Our agency has a successful experience in arranging press tours, for example, for the Spanish shoe brand Camper.
To arrange a press tour, you need to:
1. Choose the topic and the site
2. Prepare spokesmen (someone will have to act as a tour guide around the site) and a press package (pick-up materials with your press releases, brochures and souvenirs)
3. Develop a route and a cultural program (if your site is located abroad, it is traditional to conduct an additional city tour or a trip to a famous sightseeing near your site)
4. Choose a hotel to accommodate journalists
5. Send out invitations to the targeted media
6. Collect passport data of responding journalists
7. Arrange people to accompany them from point A to point B and back
8. Make sure the publications are written and published
Whatever press event in Russia you need, we, PR Formula, are here to help you arrange and conduct it in the most efficient way.
Project Manager, PR Formula –
PR for foreign brands in Russia